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Realizing Customer-Centric Marketing in the Digital Age

Edwin Lee, VP Global Retail, MediaMathNG Retail, May, 2015

Continuous InnovationContinuous growth through innovation and investment in the long-term vision

MediaMath: At a Glance

Founded in 2007

600+ employees worldwide

More than 4,500 active advertisers –including 55% of the Fortune 100

Headquartered in New York, with 15 global locations across 5 continents

9 global data centers

LATAM Hub

APAC Expansion (Korea, Singapore Q4)

Mobile/Video v2 Launch Q3

API Rollout + Apps

Akamai ADS Acquisition

Expanding EBITDA

Australia JV Berlin JV Japan JV

FBX (Social)

Tap.me Acquisition

API Beta

Full‐Year Profitability

EMEA Hub Opened

Private Marketplace

(Premium Display & Mobile Web)

#1 DSP by Forrester

TerminalOne v2

SaaS Licensing

Adroit Acquisition(Dynamic Creative)

10Bn+ Imps/Day

23 CountriesDisplay,

RTB Launch

201320122011201020092008

Upcast

Acquisition

Tactads

Acquisition

Accelerating growth

in video and mobile

APAC expansion:

Singapore hub, with

Australia and Japan

O&O offices

Clients in 46

countries

2014

MediaMath Global FootprintOffices in 15 locations across 5 continents

Retailers RecognizeThey Must Build ValueAround the Connected Consumer

Customer-Centric Marketing Is A Differentiator

“89% of companies surveyed plan to compete primarilyon the basis of the customer experience by 2016“

Buy in batch (wheat + chaff) Buy what you want (wheat only)

Fixed price, regardless of value Variable bidding, aligned with value

Little/no insight into true drivers Full insights into “what” & “why”

Manual, labor-intensive Fully automated, scalable

Mass messaging regardless of channel User level personalization acrossmedia and device

Programmatic:The Future of Marketing Is Here

Offensively. Owning demand helps Defensively. Others will look to displace

The New World – Programmatic FirstADVERTISER

Programmatic

MOBILE TV DISPLAY SEARCH SOCIAL DOOH ONLINE VIDEO

““ Procter & Gamble wants tobuy 70% to 75% of its U.S. digital media programmaticallyby the end of this year

American Express wouldlike to transform their Display Media Channel to become100% programmatic.

““

These Brands Were Quick to Adopt Programmatic

Financial Services Institution

We’re probably 60% programmatic, 40% traditionally planned and managed today. By the end of the year it will be about 95%.

““We’ve [Kellogg’s] seen tremendous results whenusing programmatic buying. Depending on the brand,the digital media ROIs have increased as much as six times

““

Two-thirds of multichannel programmatic companies will be increasing their investment in 2015.

And These Brands Plan To in 2015

Do you plan to increase your investment in programmatic marketing in 2015?

Yes, we will be moving media dollarsinto programmatic

We intend to maintain our current budget for programmatic

67%

33%

Programmatic Outcomes and Goals

How programmatic supports greater business goals

Drives direct revenue, improves our understanding od digital ROI, and keeps marketing accountable to bottom line

62%

70%

60%

50%

40%

30%

20%

10%

0%

Top outcomes derivedfrom programmatic

Improve media buying

efficiency and targeting

62%

100%

80%

60%

40%

20%

0%Improve customer

experience through relevant messaging

91% 90%

9%14%

Barriers to Adopting Customer-Centricity

What Are The 4 Categories Crucial to Success in Customer-Centric Marketing?

✓

✓ ✓

They Are:

©2014 MEDIAMATH INC. 13

AudiencesRight Person

OptimizationRight Outcome

MediaRight Time,Right Place

MessagingRight Ad

A Data-Driven, Actionable View of Your Audience

U N D E R S TA N D

Align offline and online Purchase and media data Leverage 3rd party data Create single view

Siloed Data is Sad Data

@DWIN1 @MEDIAMATH

Connect All Touch Points,Reach Consumers At Every Stage

Full customer life-cycle, real-time audience building and buying

Site Visitors(Remarketing)

Prospecting(Lookalikes)

Retention (Re-engaging)

Relevance Down the Path to Purchase

Relevance Down the Path to Purchase

Relevance Down the Path to Purchase

Vary creative based on goals, vary based on audience, vary based on market

Sequence message based on audience location in the customer life cycle

Gain insight into creative performance and create a creative feedback loop

Female

Age: 25

Interests: Fashion

Deliver Personalized Messaging at Every Point in the Journey

Vary creative based on goals, vary based on audience, vary based on market

Sequence message based on audience location in the customer life cycle

Gain insight into creative performance and create a creative feedback loop

Male

Age: 37

Interests: Technology

Enable DynamicCreative & Dynamic Ad Serving

Across RTB and programmatic premium channels, including display, video, social, mobile, and emerging channels

Global Supply Scale & Depth

Access to Over

3.6 TrillionMonthly Global Impressions

Real-Time Bidding

Private Marketplace

Automated Guaranteed

Top-tier Inventory Premium Publishers

Deal Discovery Video

SocialMobile & Tablet

NativeDisplay

EmailDigital Out-of-Home

Programmatic TV

Open Auction for RTB

Private Marketplaces (PMP)

Premium Marketplace

Automated GuaranteedPremium Supply

Program

Where Automated Guaranteed Fits In

Optimizing to Goals, not Guesses

TRANSPARENT real-time view into media and audiences purchased, who you reached, what

you sold, on any device.

For Every Dollar You Spend on Media, You Know the Return

Reveal sales gaps and make your marketing dollars smarter

PLACEMENT: Site Transparency Report

ALGORITHM PREFERENCES: Brain Visibility